Amazon Vine Now Open to Resellers: What It Means and Why It Matters
Amazon has announced a significant update to its Vine programme, expanding access to resellers in nine key markets — the US, Canada, UK, Germany, France, Spain, Italy, Japan, and Australia. Previously, Amazon Vine was primarily available to brand owners enrolled in Brand Registry. Now, authorised resellers of registered brands can also use the tool to generate early product reviews.
How This Update Changes the Game
This is a notable shift in how Amazon manages product reviews and seller tools. By opening Vine to authorised resellers, Amazon is enabling more sellers to:
- Build early product credibility through trusted customer reviews.
- Drive momentum for new listings, especially for slow or cold-start ASINs.
- Improve conversion rates and customer trust by offering social proof early in the product lifecycle.
This change creates a new level of access and opportunity for partners and distributors of brands who previously couldn’t directly benefit from Vine unless they owned the brand.
What This Means for Brands
For brands, this move has both strategic advantages and potential considerations:
- Broader visibility: Authorised resellers can now help boost visibility and review count for new products without waiting on the brand owner to act.
- Accelerated launches: Products launched by resellers in new regions or under distribution agreements can now gain traction faster.
- Brand control: While this opens doors, brands may want to ensure their authorised resellers are aligned on how Vine is used to maintain consistency in messaging and presentation.
Importantly, resellers still need brand authorisation and the brand must be enrolled in Amazon Brand Registry — maintaining a layer of control and protection for brand owners.
In summary, this update makes Vine more accessible, giving authorised resellers new capabilities to boost product success. Brands should view this as a strategic opportunity to align with partners and accelerate review generation — while keeping an eye on how their presence is managed across accounts.
